Mobile advertising business InMobi has announced the results of its Mobile Media Consumption Report, which contains information from over 15,000 mobile users in 14 markets around the world.
Overall, 50% of global mobile web users said they now used their mobile device as the main way to go online. In addition:
- 46% said they’d made purchases using their mobile device
- 45% said their mobile device had influenced their in-store purchases
- 67% felt it had provided them with better options, and
- 75% said they’d been introduced to something new via their mobile device.
59% of mobile users said they were now as comfortable with mobile advertising as they were with TV or online advertising. 54% had noticed mobile ads while using a mobile application, 40% on a search engine, 27% on a retailer website and 23% on a video website.
The popularity of online mobile shopping - m-commerce - is also increasing. 66% of consumers had spent money on an activity via a mobile device, while 80% of consumers expect to buy something via mobile in the next 12 months.
Naveen Tewari, InMobi’s CEO and co-founder, said “Mobile devices now permeate every aspect of modern life. The study reveals that mobile users are always-on, whether surfing the mobile web while spending time with family (48%), at a social event (45%), commuting (60%) and shopping (43%). This creates a huge opportunity for brands and marketers to engage with consumers throughout the day unlike traditional advertising like print and TV. With consumers now being increasingly receptive to mobile advertising and in-app ads, there has never been a better time for brands to embrace the use of mobile technologies.”